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Rue La La’s Checkout UX

This is a usability benchmark of the checkout experience of Rue La La and 99 other sites. The overall performance of Rue La La is mediocre.

Notably, Rue La La's checkout performance is hampered by broken Focus and Data Input, although this is helped somewhat by state of the art Flow and good Navigation.

Rank: #60 of 100

Usability Score: 414

URL: ruelala.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 414

Data Input

15 Guidelines · Score: -102.4

“Broken” Performance
Guideline #1: Adhered High · Score: 63.0
Guideline #2: Violated High · Score: -47.3
Guideline #3: Violated Low · Score: -23.6
Guideline #4: Neutral · Score: 0.0
Guideline #5: Violated Low · Score: -15.8
Guideline #6: Violated High · Score: -31.5
Guideline #7: Violated High · Score: -15.8
Guideline #8: Violated High · Score: -23.6
Guideline #9: Violated High · Score: -23.6
Guideline #10: Issue Resolved · Score: 23.6
Guideline #11: Violated High · Score: -15.8
Guideline #12: Violated High · Score: -15.8
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 15.8
Guideline #15: Adhered Low · Score: 7.9
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Copywriting

8 Guidelines · Score: 35.5

Guideline #16: Violated High · Score: -63.0
Guideline #17: Adhered High · Score: 47.3
Guideline #18: Violated Low · Score: -23.6
Guideline #19: Adhered High · Score: 39.4
Guideline #20: Violated Low · Score: -19.7
Guideline #21: Adhered High · Score: 31.5
Guideline #22: Adhered High · Score: 15.8
Guideline #23: Adhered Low · Score: 7.9
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Layout

15 Guidelines · Score: 145.8

Guideline #24: Violated Low · Score: -27.6
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Neutral · Score: 0.0
Guideline #27: Adhered High · Score: 39.4
Guideline #28: Issue Resolved · Score: 39.4
Guideline #29: Adhered Low · Score: 19.7
Guideline #30: Violated High · Score: -47.3
Guideline #31: Adhered High · Score: 23.6
Guideline #32: Adhered High · Score: 23.6
Guideline #33: Adhered Low · Score: 11.8
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Adhered High · Score: 15.8
Guideline #36: Adhered High · Score: 15.8
Guideline #37: Issue Resolved · Score: 15.8
Guideline #38: Adhered High · Score: 15.8
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Navigation

8 Guidelines · Score: 110.3

Guideline #39: Issue Resolved · Score: 47.3
Guideline #40: Adhered High · Score: 47.3
Guideline #41: Violated High · Score: -47.3
Guideline #42: Not Applicable · Score: 0.0
Guideline #43: Adhered Low · Score: 15.8
Guideline #44: Adhered High · Score: 31.5
Guideline #45: Neutral · Score: 0.0
Guideline #46: Adhered High · Score: 15.8
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Flow

7 Guidelines · Score: 224.6

“State of the Art” Performance
Guideline #47: Adhered High · Score: 55.2
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Issue Resolved · Score: 55.2
Guideline #50: Adhered Low · Score: 19.7
Guideline #51: Adhered High · Score: 31.5
Guideline #52: Adhered High · Score: 31.5
Guideline #53: Issue Resolved · Score: 31.5
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Focus

10 Guidelines · Score: 0.0

“Broken” Performance
Guideline #54: Violated High · Score: -63.0
Guideline #55: Violated High · Score: -63.0
Guideline #56: Violated High · Score: -39.4
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Issue Resolved · Score: 39.4
Guideline #59: Adhered High · Score: 39.4
Guideline #60: Issue Resolved · Score: 39.4
Guideline #61: Issue Resolved · Score: 31.5
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Issue Resolved · Score: 15.8
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, Rue La La’s checkout process adhered to 35 usability guidelines, violated 18, and scored neutral on 3 occasions, while a remaining 7 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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Industry Comparison: Mass Merchant

Overall Rue La La ranks 60 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 8 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

3. Walmart

4. Target

5. Buy.com

6. Kohl's

8. Rue La La

10. Amazon

“Broken” Performance

14. ShopNBC

“Broken” Performance

15. Costco

“Broken” Performance
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